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8 stories · Newest first
Daiso Beauty Is Actually Good Now — Here’s Why
Major Korean beauty companies are building products for Daiso. Here’s why ₩5,000 K-beauty has become a serious discovery channel.
Why Everyone Is Looking at Korean Beauty Differently Now
Korea passed the United States to become the world's second-largest cosmetics exporter — and 71% of that came from small brands you've never heard of. What that actually changes, and why we started this magazine.
The Korean Beauty Brands We'd Tell a Friend About First
A starter pack for Korean beauty — five brands sorted by what they're for, chosen from what Korea actually rebuys rather than what markets best abroad, plus honest notes on the ones you already know.
5 Korean Skincare Brands On Our Radar
Five brands with real domestic track records and almost no international profile — a clinic-channel barrier line, a vinegar brewery's skincare, and the beauty-tools brand nobody exports.
What Makes a Beauty Brand Feel \"Seoul\" Right Now?
Raw concrete, one committed color, a converted repair shop, and counters nobody hovers over. What Seoul brands actually share — and the structural reason the room now matters more than the formula.
The New Generation of Korean Beauty Brands We're Watching
Four strategies defining the new cohort of Korean beauty brands — global-first launches, the derma tier, single-problem specialists, and heritage as a formulation input rather than a theme.
Beyond Skincare: Why Beauty in Seoul Is Becoming More Holistic
Korean beauty stopped being a face category. Skincare language has spread into makeup, hair, supplements, and sleep — and the receipts show it. What's genuine integration, and what's just category creep.
Meet the People Shaping Seoul Beauty
The formulator whose name isn't on the box, the buyer who decides what gets a shelf, the salon director where trends start. An introduction to the interview series we're starting — and who we want to talk to.